Not dead yet: the rise, fall and persistence of the BCG Matrix
Journal: Problems and Perspectives in Management (Vol.15, No. 1)Publication Date: 2017-05-11
Authors : Dag Øivind Madse;
Page : 19-34
Keywords : BCG Matrix; Boston Consulting Group; emergence; evolution; fall; institutionalization; management fashion; management technique; persistence; portfolio planning; rise; strategic planning;
Abstract
The BCG Matrix was introduced almost 50 years ago, and is today considered one of the most iconic strategic planning techniques. Using management fashion theory as a theoretical lens, this paper examines the historical rise, fall and persistence of the BCG Matrix. The analysis highlights the role played by fashion-setting actors (e.g., consultants, business schools and business media) in the rise of the BCG Matrix. However, over time, portfolio planning models such as the BCG Matrix were attacked and discredited by a host of different actors, and gradually fell out of favor. Even though the BCG Matrix has fallen from grace, it is still alive and has left an imprint on management education and practice. Despite being largely discredited in academic circles, many practitioners still view it as an important corporate portfolio planning technique.
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